With all of these new methods, one of the most effective is retargeting also known as remarketing to those who use Google Ads. Retargeting is important to your business because it helps attract your most qualified customers.
WebFX can help you start your retargeting campaign. But despite its effectiveness, many marketers are wary of retargeting, mostly because it seems like a complicated process. So what is retargeting? How does it work? And how can you start using it for your business? If you'd like to speak directly with a specialist, you can contact us at Retargeting is a form of online advertising in which your ads are only shown to people who have already visited your website.
So instead of advertising to people who have never heard of your business, you can focus on those who are already familiar with your brand. However, cookies make it simple. These cookies will signal when someone who visited your site visits another site with available ad space. That being said, web retargeting works well for impressions since the ads follow your targeted audience throughout the internet, not just on a few specific social media sites. If you choose to use social media as your channel for retargeting those that have visited your website, the best ad tracking method to use is to use tracking pixels.
As mentioned above, tracking pixels are pieces of code that collect information on the pages your users visit on your website. When they leave your site and go to a social media platform, they are retargeted with ads that are relevant to the pages they visit on your website. Want to see what setting up a remarketing campaign is like? We'll walk through a step-by-step process for setting up a retargeting campaign on Facebook and measuring its success.
Facebook retargeting uses audience data to show ads and target people who have visited your website to draw them back and convert them to customers.
Facebook retargeting is no different from the other types of retargeting we've talked about — It helps you advertise to potential customers and lost leads. Facebook's technology leverages data from different profiles to help you connect with the right audience. Data, like web behavior, is used to show your ads on the right news feeds. On Facebook, you have the advantage of its large audience. Coupled with the amount of data Facebook collects about its users, it's highly likely that the leads you lost are seeing your ad.
The website looks at the previous search history of users and pulls ads that are relevant. For example, every time I online shop for clothes and leave the site without making a purchase, the ads I see on Facebook are from the store I'd visited. If I were to use the search bar on the social media network, I would see similar results.
To run a retargeting campaign on Facebook , you'll set an ad campaign and choose your audience set — just like a regular campaign. The difference is this: In Ad Manager , you'll toggle a switch that tells the website that the campaign is a retargeting one. That way, the software will know how to filter the right target market for your ad. For this example, we'll pretend we're setting up a remarketing campaign for HubSpot.
To drive qualified leads to a free trial, we'll set up a mock Facebook retargeting campaign for leads in our database who we know are interested in marketing automation. Here's how we would set up that campaign. First, you'd need a list of leads to retarget. In your marketing software of choice, compile a list based on two criteria: lifecycle stage, interests based on the topic of their most recent download.
If this list is sufficiently large, you can move on to the next step. Once our list is processed, we can export the. Select "Manage Your Ads'' on Facebook's advertising home page, click "Audiences" on the left toolbar.
This will allow you to create a customer list by uploading a. CSV or. TXT file and options to sort by user ID, phone numbers, or emails. Give your list an appropriate name to easily find it later. Additionally, leave at least a few hours for it to populate. Aside from Facebook retargeting, Audience Manager will allow you to do standard targeting, which allows you to set demographic, geographic, and other audience targets for an ad -- even without a retargeting list.
To create a new campaign on Facebook, hit the green "Create Ad" button in the top right of the ad platform home screen. This will prompt you to choose an objective for your campaign. Whatever option you select, include a UTM tracking code — a snippet of text added to the end of your URL — to help you track success and attribute clicks and conversions from your campaigns.
For example, we would create a campaign called "Retargeting" and our URL for the free trial would look like:. Once you create your URL, give your campaign a name. Keep similar names for your campaigns to make it easier to track if you have multiple running. Select your custom audience and set the geographic location you want to target. The location is an "AND" setting, meaning if your list contains leads from all over the world and you only select "United States," some people won't be shown your ads.
Depending on your buyer personas , you can also segment by interest, behaviors, age, and other demographic settings which can help ads become even more targeted. For conversion campaigns, you're retargeting to a specific list of contacts already interested in your product, so including other Facebook categories might not make sense. Before even starting the campaign, have a set budget for paid tactics, broken out by channel. For Facebook campaigns, set a lifetime budget for the length of the campaign, then monitor and adjust accordingly.
Most beginners should leave the bidding to "Optimize for Website Click. You can also name your ad set at this stage, which is helpful if you'd like to differentiate lists, creative, budget, etc. Our interface makes remarketing opportunities quickly identifiable, and the process is automatic.
Adjust tracks your users the second they download your app, and our cohort analysis tools provide you with all the information you need to understand which users are meeting your post-install goals. You can also use Adjust to discover which users are falling off the conversion chain, and at which points in the funnel users start to leave your app — users whom you want to target with retargeting campaigns.
For the full scoop, take a look at our guide to the difference between retargeting and re-engagement. We also have a resource detailing the retargeting basics , with everything you need to know when getting started.
All rights reserved. Request a demo. Selling primarily at trunk shows and in third-party […]. How Does ReTargeting Work? When Does ReTargeting Work? Want to learn more?
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